Strategic alliances are coalitions of companies that are formed with the aim of achieving business goals. The purpose of networking is to achieve better business goals, business results, sharing resources to achieve mutual benefits, improving the competitive position in the international market. Today, companies are strategically united because it is impossible to achieve a competitive advantage if the company does not create at least one strategic alliance or if it does not participate in it. Participation in strategic alliances for individual companies represents the achievement of better business results in strengthening the competitive advantage, than in reducing costs, prices and various other tools used to achieve market share. Strategically associated companies engage special knowledge skills, work together and by sharing their resources seek to achieve long-term plans, goals, common interests to mutual satisfaction, all with the aim of improving the competitive position in the domestic and international markets. Also, alliances can be formed by companies from different business areas or from similar areas, and an alliance is strategic if the defined strategy is followed by partners. We have examples of cooperation between companies from different businesses in the hotel industry between hotel companies through vertical integration. Through vertical integration, hotel companies connect with tour operators, airlines in order to achieve better placement in the tourism market and competitive advantages through joint cooperation. The motives that lead to strategic integration are most often: financial, knowledge and technology exchange, and market and management motives.